Tag: Social Media Marketing World


The Next Evolution of Influencer Marketing: 4 Key Insights And What They Mean

We marketers love to chase shiny objects. It’s part of the constant drive to experiment, optimize, and improve. Any new tactic that looks promising is going to attract our attention.

During his presentation last week at Social Media Marketing World, Lee Odden offered proof of just how shiny influencer marketing is: It can potentially return $9.60 for every dollar invested. Campaigns that include influencers have shown a 10x increase in conversion rates. And those customers who convert stick around–influencer campaigns tend to achieve a 37% increase in retention.

Clearly, influencer marketing deserves the buzz it’s been getting. But most marketers are just getting started. There’s plenty of activity, but not much strategy. It takes a concentrated, strategic, sustained effort to fully realize the benefits.

Earlier this year, Toprank Marketing released Influencer 2.0: The Future of Influencer Marketing. Lee offered four key insights from the report, and what each means for marketers looking to take their influencer marketing to the next level.

What Is Influence? What Is Influencer Marketing?

Before we get into insights and best practices, it’s important to define terms. Lee defines influence like this:


Influence is the ability to effect action. Fans, friends, and followers are meaningless unless the…
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That definition alone should change the way you approach influencer marketing. It’s not about chasing the most famous person…it’s about the person who best can move their audience.

Here’s how Lee defines influencer marketing:

“Influencer marketing develops relationships with internal and industry experts with active networks to co-create content that helps drive mutual value and measurable business goals.

There’s a lot to unpack in that sentence. First, influencer marketing means developing relationships, not isolated pieces of content or campaigns. Second, look for influencers in your company as well as outside of it. Third, you’re looking to create mutual value, value beyond compensation. Finally, influencer marketing can and should serve measurable business goals.

What Not to Do for Effective Influencer Marketing

Based on the definition above, avoid the following five missteps to greatly increase your effectiveness:

  1. One-Off Campaigns: Don’t activate influencers, have them contribute, then abandon them and start all over next time. Aim for sustainable relationships.
  2. Focusing on Celebrities: They may have a huge audience, but celebrities are hard to reach, expensive to activate, and their audience may not be the most relevant for you.
  3. Using Influencer Marketing for Ads Only: Our agency co-creates content with influencers–eBooks, blog posts, video. This type of content lets influencers go beyond endorsing your product or service to create something of real value.
  4. Only Doing Pay-to-Play: We’re not saying “never pay influencers.” But when you’re building relationships and co-creating cool stuff, you can have genuine mutual value without exchanging cash.
  5. Only Measuring Social Metrics: You can measure the business value of influencer marketing, not just engagement and brand lift. Start your program with these goals in mind and build tracking in.

Four Key Influencer Marketing Insights (And What to Do with Them)

Influence 2.0 draws on the expertise of noted industry analyst Brian Solis, as well as over 100 experts from brands like Microsoft, Adobe, and SAP. Lee dove deep into the data to present these insights and the best practices they suggest.

Insight #1: Influencer Marketing Is Underfunded

On average, companies have just 10% of their marketing budget allocated to influencer marketing. Half of the companies analyzed are investing less than $100,000 per year–which is a small slice of the pie for enterprise-level organizations.

As interest in influencer marketing grows, however, the budgets are starting to grow. 55% plan on spending more money in the coming year. 70% of companies who already have an influencer marketing platform in place plan to increase their budgets.

What to Do: It’s important to understand the opportunity for return on investment, Lee said. Think of what it will cost to implement a program versus the cost of losing access to the top influencers in your industry when the competition gets their first.

Think about implementing programs, not projects. Long-term relationships create the most value for your spend.

Insight #2: B2B is behind B2C

Fifty-five percent of B2C companies have an ongoing and integrated influencer marketing program. Only 15% of B2B marketers could say the same. Overall, 49% of B2B marketers say they’re still in the experimentation phase.

What to do: B2B influencer marketing is a different animal than B2C. You’re not likely to get ahead by paying Youtube stars to pose with your cloud-based network solution.

Start by engaging expert help to research the market, identify influencers, and develop a plan tied to ROI.

It also makes sense to invest in technology. It’s hard to start a sustainable program with a spreadsheet. Influencer marketing platforms can help you identify, qualify, and engage with influencers, as well as help with measurement and optimization.

To kick off your program, start by activating your clients. Start with people who already advocate for your company, invite them to co-create content, and scale up the content that performs best.

Insight 3: The Top Influencer Marketing Goals

Brand advocacy and awareness were at the top of respondents’ minds, with 94% and 92% respectively saying these were the top goals. 88% said reaching new audience was a top goal as well.

Sales conversion and lead generation were still in the top ten, but trailed with 74% and 67%. These results demonstrate that any marketers aren’t aware of influencer marketing’s potential for lower-funnel goals.

What to Do: Keep ROI-proving business goals in mind when designing your program. Make sure to align brand and influencer goals, too–when you have alignment with influencers, it’s easier to inspire organic participation.

Insight #4: Areas Most Impacted by Influencer Marketing

When we asked in which areas has influencer marketing made the biggest difference for marketers, 80% of respondents said content marketing, and 75% said social media marketing. These two are definitely the biggest opportunities; in fact, Lee said companies who aren’t using influencers in these areas are at a disadvantage.

What to Do: Social media and content marketing are the baseline. Beyond that, make your program more sophisticated by integrating it across the organization. Look for internal influencers in your marketing, PR, customer success, community management, and HR departments. Externally, look to industry thought leaders, your own customers, and journalists to round out your program.

Three Levels of Influencer Engagement

It’s easy to get started with influencer marketing. From the first stage, you can gradually grow your efforts to a sustained long-term program built on strong relationships. Lee identified three levels of influencer engagement. These are additive, not exclusive–we currently use all three at TopRank Marketing.

  1. Microcontent: Short-form content used as a “seasoning” for brand-created content. Think quotes, tips, and insights from influencers added to your brand assets. Microcontent can include influencer outreach or simply be curated from external sources.
  2. Campaigns: A campaign includes longer-form contributions directly from the influencer, like an interview for an eBook. You’re asking the influencer to co-create content, which you can repurpose–eBook to blog post to social media images with quotes, for example.
  3. Community: The ultimate goal for a sustainable program is a dedicated group of influencers that contribute a variety of short and long form content for brand communications. These are people who have relationships with your brand and your people, who co-create content motivated by shared goals to realize mutual value.

Everyone Is Influential

As Lee says, everyone is influential about something. Regardless of your industry, it’s high time to find and activate the people who can make a difference with your audience. Make an investment, make a commitment, and start building relationships that can lead to a long-lasting program.

For the full report from TopRank Marketing, Traackr, and Altimeter Group, read Influence 2.0: The Future of Influencer Marketing.


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© Online Marketing Blog – TopRank®, 2017. |
The Next Evolution of Influencer Marketing: 4 Key Insights And What They Mean | http://www.toprankblog.com

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Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17


“Social media evolution is inevitable. All you can do is evolve along with it.” – @carlosgil83
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Snapchat is a platform seemingly designed to confuse people of a certain age. Let’s say those of us who were high school age or older when Bill Clinton was president. If you’re in that demographic, you probably didn’t immediately “get” Snapchat’s minimalist UI and self-destructing messages.

Even if you’re one of the hip kids snapping away at home, it can be hard to see the business value of the platform.

But among the emoji and the rainbow vomiting there’s a huge potential audience. Brands with the right content and strategy are already enjoying success. If your target audience matches the platform’s demographics, it’s time to dive in.

At his Social Media Marketing World session, BMC’s Head of Global Social Media Carlos Gil made a compelling case for Snapchat as a marketing tool, and offered tactics for engaging on the platform.

Who’s on Snapchat

There are over 300 million monthly users on Snapchat. The vast majority are between 18 and 34 years old. 77% are over 18, and 24% are in the 25-34 bracket.

It’s a much smaller audience than, say, Facebook, but it’s a major player for millennials. 41% of all millennials in the United States are on the platform.

If your audience includes millennials and Gen Z, Snapchat is most likely a good fit for your business. If you’re hitting an older demographic, Carlos says, that doesn’t automatically count you out. It’s still worth doing a little research to see if your particular Gen X or Boomer audience is on the platform. Even B2B businesses can find an audience on Snapchat.

Brands Are Seeing Amazing Success on Snapchat

Carlos didn’t pull any punches in his assessment of the platform’s potential: One of his slides read simply “Snapchat is a legit marketing channel.”

Take Gatorade’s Super Bowl lens, for example. The lens added football-style eyeblack to people’s faces and simulate the celebratory Gatorade dousing at the end of the game. More people saw Gatorade’s branded lens than saw the Super Bowl itself–and for a fraction of the cost of a 30-second ad.

How to Build a Following on Snapchat

It takes work and engaging, fun content to get people to follow your brand, Carlos says. If you’re just starting out, it makes sense to experiment with geofilters first. People don’t have to follow your brand to see geofilters–they pop up based on location. Use geofilters to build brand presence, reach local users, even amplify tradeshow presence and community events.

To build your audience, start by leveraging your existing social media channels. Make sure your Twitter and Facebook followers can easily connect on Snapchat from their preferred platform. You can also run Facebook and Instagram ads that are targeted at Snapchat users. Just add “likes Snapchat” to your targeting criteria before running a campaign, and use creative that includes your Snapcode and handle.

Influencer content is huge on Snapchat as well. After you have started building a following, look to influencers in your vertical to co-create content and do channel takeovers.

Content that Engages on Snapchat

Unlike every other channel, Snapchat users want quality content that is fun, creative, and/or educational.

Okay, like every other channel, Snapchat content should be fun, creative, and/or educational. The difference is Snapchat is more informal and a whole lot shorter–you’re looking to build stories that are 2-3 minutes long, and each segment is just 10 seconds.

Carlos suggests keeping it extra real: Use the platform to go behind the scenes, feature the employees that make your business work, highlight your corporate culture. If you have a physical product to sell, think product story, not sales pitch.

Carlos used Nike as an example. If they’re launching a new shoe line, their Story will show people playing basketball in the shoes, not someone highlighting the shoe’s selling points.

Most importantly, keep your content fresh and updated often. Stories only last 24 hours, so constant refreshing is vital to keeping your audience entertained.

Keys to Converting from Snapchat

According to Carlos, marketing on Snapchat isn’t all about brand awareness fun and games. It’s definitely possible to inspire action and track results. Here are Carlos’ top tips for conversion and measurement:

  • Keep stories brief and include a very direct CTA
  • Offer followers exclusive VIP offers and flash sales
  • Use tracking URLs for every link out of Snapchat

It’s All Snappening

If your target audience includes millennials and Gen Zers, Snapchat is worth exploring. Start with the best practices you use for all of your social content creation–keep it authentic, entertaining, and educational. Then embrace the unique qualities of the platform. Go for informal, person-to-person content that humanizes your brand. Take your audience behind the scenes, let them meet your people and see what you’re about.

As Carlos says, “The key word in social media is ‘social.’” That’s true on every social media platform, but even more so on Snapchat.

Is your business using Snapchat? What questions do you still have about the platform? Let me know in the comments.


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© Online Marketing Blog – TopRank®, 2017. |
Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17 | http://www.toprankblog.com

The post Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17 appeared first on Online Marketing Blog – TopRank®.